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Colour advert with sound, promoting a four part guide on dieting featured in the Observer magazine.

The advert shows a pair of hands holding a white balloon. On the balloon is a cartoon of a woman in a swimming costume. As air is released and added to the balloon it gives the effect that her weight is changing. As air is removed from the balloon the cartoon woman appears slimmer. When air is added to the balloon she appears larger. The hands ties a knot in the end of the balloon signifying how sensible dieting can help you reach your ideal weight and maintain it.

Commentary: "The trouble with many diets is you tend to lost weight quickly but then you put it straight back on. In the Observer magazine this Sunday you'll find Diet Plan 2000, a four part guide based on the latest scientific wisdom on dieting. Not only will it help you to lose weight sensibly, it'll help you stay at your ideal weight, permanently."

The advert starts at 13.42 on the 1985-1995 'historical reel' mp4 file. Duration: 21 seconds.
Creator: The Observer Limited, 1917-1993

Creator: Hamilton-West; Edward (1933-2011); photographer

Illustration originally used to accompany Comment and Analysis article titled 'Different futures beckon for Blair' by Jonathan Freedland on the upcoming election and possible landslide victory being thwarted by Liberal Democrats, which appeared in the Guardian on 9 May 2001. Drawing shows three men: one walking with a red tie; second man with a blue flying behind, holding the suit jacket of the red-tie man; the flying third man with a yellow tie holding the coat tail of the blue-tie man. Includes newspaper cutting

Shows a man digging, Nigeria.

Currently only contains records of Emily Bell as director of digital content.
Creator: Guardian Newspapers Limited